Internet services and interface design for marketing

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  • 1. International Journal of the Physical Sciences Vol. 6(15), pp. 3585–3596, 4 August, 2011Available online at 1992-1950 ©2011 Academic JournalsFull Length Research Paper Internet services and interface design for marketing: A preliminary study of Cliven products Cheng-Wu Chen Institute of Maritime Information and Technology, National Kaohsiung Marine University, Kaohsiung 80543, Taiwan. Global Earth Observation and Data Analysis Center, National Cheng Kung University, Tainan, Taiwan. E-mail: Accepted 30, May 2011 By the view of the customer aspect, because internet shopping service products are a kind of consumer model with high perception and high involvement, the customers would tend to take reputation, sense of security, brand image, and cope as principle clues to perceive product value. This uncertain risk influences the customers’ purchase intention. Thus a method should be applied in order to lower the customer perception risk, increase the usage rate of Internet shopping services and produce service value through service intense contact. Because of the inconsistent experiences from different companies, the customer interest cognition is formed by service quality. Therefore, the customization will directly influence interest cognition. This paper concludes the future trend lies on customization for personalized designs. This paper also provides the analysis procedures from the case study of the Cliven products. Key words: Internet shopping service, customer value, human factor, Taiwanese enterprises, Cliven.INTRODUCTIONAccording to the definition by Turel and Serenko (2006), next-generation mobile phone services in South Korea,“mobile services” are the services of delivering data to the core of the market position is focused on productsmobile phones via wireless transmission, such as SMS, and quality services. And the management styles ande-mail, multimedia message system, ringtone downloads, enterprise characteristics differ from company tonews, weather forecasts and stock quotes, etc. From the company, thus the customer cognition shows significantangle of the context rules in the Chinese Internet differences (Hu and Hsu, 2008). In Canada, telecomshopping services market, Lu et al. (2008) found that the companies have copied each other’s pricing structures ortelecom companies have gained their publicities via pricing strategies except for the change of price per advertising strategies and created more product They’ve all been offering various promotions on feesadvantages by offering holiday promotions such as a (Turel and Serenko, 2006). Mazzoni, et al. (2007) seg-bundle package including a mobile phone and a number, mentalized and targeted the consumer groups by theirtrial period, pre-order service, etc. calling habits and economic abilities in the study of the The study of the network effect created by the Internet consumer behavior in the Italian mobile telecom phones in Germany shows that in order to Internet shopping services have already penetratedsatisfy customers and provide quality transmission, the deeply into every level of our daily life, from the socialtelecom companies have invested huge amount of structure level from a macro view to the individual activitymoney in infrastructures and base stations to increase level from a micro view. They are not merely the vehiclebasic signal coverage. The study of Internet shopping of mobile communication for they have created theservices in Europe by Dunnewijk and Hultén (2007) unique customer consumption value and brought aboutpoints out that in order to fight for market share and to the uniqueness of the phenomenon. Secondly, Internetincrease call revenue, all the telecom companies have shopping phones which support multimedia mobileundertaken the offers of bundle packages of mobile services can create a virtual space, with objectivephones and numbers, luring customers with mobile hardware factors such as color screens and polyphonicphone subsidization. And according to the study of the ring tones, plus subjective software factors such as user
  • 2. 3586 Int. J. Phys. Sci.interpretation, it is indeed necessary to further explore the also reflexes the differences between generationsmeaning of the customer value in Internet shopping (teenagers and youngsters are the main users) (Madellservices. Kim et al. (2007) found that mobile services can and Muncer, 2007), classes or income levelsdeliver very important customer value creation as (conspicuous consumption for upper-class customersdescribed in Value-based Adoption of Mobile Internet: An and low subscription rate for lower-class customers) (Leeempirical investigation. But there a significant breach of and Jun, 2007) and the differences between gendersinsufficiency and limitation when discussing the micro (special design, production, marketing, and mobileview of subjective self-consciousness meanings of the services advertisement delivery for female customers, tocustomer value in mobile services from the macro view of form female stereotyped impression) and sex appealcustomer value and social context. Therefore the (Milrad and Jackson, 2008). Mobile services are notpurposes of this research are: (1) through grounded products of this company or that company, but alsohermeneutics, thoroughly decomposing the meaning of socialized products (Kleijnen et al., 2007). There areself-subjectivity of the customer value in Internet socioeconomic bases for the spread and use of mobileshopping services. (2) Exploring the customer value in services. New behavior model can also be built with themobile services and social context from a macro view. (3) constraints of social actions and social structure. TheConstructing the framework of the overall customer value contents of value added mobile services, such as colourin the Internet shopping services. screens or dual screens of multi-media mobile phones, polyphonic ring tones, external or internal digital cameras, SMS messages, pictures, and other downloadsLITERATURE REVIEW via mobile services, have encouraged the rend of mobile capitalism commoditization by helping customers get ridMobile capitalism of black and white screens and monotone ring tones.The meaning of Mobile capitalism is to takes mobileservices as the core, emphasizing the structural The social behavior of the mobile informationconstraints on social life made by the capitalist mode of fetishism groupproduction and the cycle of capital accumulation (Blecharet al., 2006). In the field of production, capitalists and Weibenberg et al. (2006) considered mobile services asmanagers have being trying to implement mobile services the mobile version of Baudrillard’s simulation theory. Within e-commerce to promote mobile commerce, to improve objective hardware factors such as color screens andproduction efficiency and to reduce production cost. In polyphonic ring tones, plus subjective software factorsthe field of consumption, mobile services are not merely such as user interpretation, a simulation or a virtualthe vehicle of mobile communication for they have space which is more real than reality was created. Realitycreated the unique customer consumption value. It’s the was not simulated by, but replaced by multimedia mobileresult of telecom companies’ commercial marketing and phones which support Internet shopping services (Nugentthe interactions between different social stratifications et al., 2007). Besides, using of customers mobile services(Milrad and Jackson, 2008). Mobile phones were is to consume mobile service functions, on the otheroriginally luxury goods but than transformed into popular hand, to digitalize the reality they sense via mobiletechnology products after the technology improvement services and partition it into virtual reality (Li et al., 2007).and reduction of production cost. After differentiated Human perception is no longer important. What’smarketing strategies were carried out, mobile phones of important is the reality which Internet shopping servicesdifferent market positions such as luxury mobile phones assimilate, project, and reflect (Wisely, 2007). Therefore(diamond mobile phones), stylish mobile phones, and the production and marketing of mobile services arepeople’s mobile phones were developed. Connecting actually the commodity fetishism Marx (1990) talkedthem to the cascading structure of social stratifications, about. All the information presented is informationthe complex conspicuous consumption and fashion product, the bases of information fetishism. The person-consumption were thus formed. to-person relationships are disguised as object-to-object Mobile services became an indispensable technology relationships, and the relationships between producersdevices for personal consumption and recreation, even and consumers are covered jewelry (Göker and Myrhaug, 2008). They arenot just a part of many people’s exterior decoration fortheir functions (PDA, digital camera, MP3, internet, etc.) Study on customer value and internet shoppingand appearances can be combined to market different servicesmobile services to different market segments.Furthermore, the use of mobile services also reflexes the In studies of consumer behavior, scholars from differentdifferences between social categories or economic schools mainly focus their customer product usagegroups (Bellavista et al., 2008). The use of mobile services studies on two main-stream points-of -view, the instrumental
  • 3. Chen 3587point-of-view and the hedonic point-of-view (Mano and values and social context from a micro view.Oliver 1993; Holbrook, 2006; Jackson, 2007; Ma et al., 3. Lack an organized integral framework of the customer2008). Instrumental point-of-view lays great stress on value in Internet shopping services in documents.product performance, concerning about whether products 4. Documents show that scholars have not reached anycan provide useful functions. In other words, traditional common conclusions of point-of-view on customer valuecustomers’ point-of-view on consuming is to regard theories, measures of values, etc. Thus it’s difficult toproducts as the final goals which customers pursue and present customer value theories with an integral andthe maximization of utilitarian value. And the measure of complete research system, and so is to present the valueutilitarian value is from the functions of tangible product of it. Therefore, this study will view the content of thefeatures (Möller, 2006). From this point-of-view, customer value in Internet shopping services from a newinformation processing models such as individuals make angle by applying grounded hermeneutics and go deeppurchase decisions with purposes and consider tangible into the ground field exploring to obtain the completenessquality and utilitarian performance as the main value of customer value.products delivered to customer consumption. It’s veryeffective and practical (Tokman et al., 2007). But ifcustomers choose or use products demand based on RESEARCH DESIGNemotional satisfaction, instead of satisfaction in utilitarian Behavior model of online consumersfunctions, than this point-of-view would appear to berather limited. According to the Kuo et al. (2010, 2011), there are some interface The hedonic point-of-view includes diversified design problems discussed. For example, some researchersrecreation, sensory merriment, fantasy, enjoyment of proposed 10 critical factors which affect the success of e- Commerce, one of which is the understanding of customerbeauty, emotional responses, etc. A large amount of behavior. This knowledge not only has an effect on decision makingentertainment experience may be including in the related to the buying of the products, but is also helpful for theprocess. Hedonism is a spiritual phenomenon, social retailer to find the core of the problem. There has been very littleconsuming activity is considered as pure individual research into online consumer behavior models and of such modelsmental status accompanied by many symbolic meanings, some are incomplete, and most limited to general B2C shopping website. Based upon traditional consumption behavior, proposedresponses of pleasure and principles of esthetic that the decision making process of online consumption issensibilities. comprised five stages: demand confirmation, information search, Explanation for customer value differs from scholar to evaluation, purchase and evaluation after purchase. However,scholar, and the measurement also varies. Among those Guttman, Moukas and Mases suggested consumer behaviorswho have used measuring scales are Boltonand and should be divided into six stages: demand confirmation, productDrew (1991), who used five-point Likert scales to selection, retail stores, negotiation, purchase and delivery, after- sales service and assessment. Although this might have been themeasure customer value and concentrated on the study most systematic and comprehensive of the online consumerof “money of payment”-price ratio or value in exchange. behavior models, its scope was limited to B2C shopping websites.Value of models was considered as a comparing concept Their behavior model, for both the young and older consumer,of benefits with sacrifices. When doing the research of included ten stages: motivation, searching for websites, browsingthe purchase behavior of mobile services in the Japanese websites, searching for products, examining products, evaluatingmarket, Funk (2007) found that the study of “money of and comparing products, temporary purchase, payment process, receiving and checking and after-sales service, However, thepayment”-price ratio or value in exchange simplified repetition of behavior in each stage was different for each groupcustomer experience too much and the multi-layer (Figure 1). For example, if the consumer was purchasingattribute of customer experience was ignored. Holbrook merchandise, such as a book, the young consumer would perform(1999) put forward the concept of customer value types. the website searching stage, website browsing stage, productHe thinks that value is interactive, relative, preferred and search stage and product examination stage more frequently while the older consumer would perform the stage of searching forexperienced. Which means that customer value does not website stage, website browsing stage and product searching stageexist in the brands customers have chosen, but in more frequently. When buying computers, the younger consumerconsumption experience itself and can be satisfied in the would perform the product searching stage, product examinationpraise from others? In the qualitative research of stage and the evaluating and comparing stage more frequently,payment methods consumers choose for mobile services, while the older consumer would perform the stage of searching forMallat (2007) put forward: (1) emotion, (2) ceremony, (3) products, and examining products more frequently. The model shown in Figure 1 seems complete, however, its objective is mainlyindependence. aimed at general B2C shopping websites, and may not be fully Although the previous models can measure a very applicable to auction websites.large part of customer value, but there are alsoshortcomings and limitations listed as follows: Website information and supporting interface1. It is difficult to provide customers inner self subjectivity The general situation for information provided by websites andmeaning, in other words, it is difficult to measure the supporting interface design was ever discussed (Kuo et al., 2010,“meaning” of each individual interpretation with scales. 2011). In their references, one researcher suggested that Internet2. It is difficult to go deep into the macro view of customer shopping processes impose a higher information load on consumers
  • 4. 3588 Int. J. Phys. Sci. M i vat i on ot St age bei ng per f or m m e ed or r epeat edl y w l e el der hi consum s pur chased books er Sear chi ng f or websi t es Br ow ng w si ebsi t es El der consum s- - com er er put Sear chi ng f or pr oduct s Young consum s- - book er Examining products Evaluatig and comparing Young consum - - com er er put Temporary purchase Payment pr ocess Recei vi ng and checki ng After-sales service Figure 1. The B2C consumer behavior model for young and elder population.than traditional shopping methods do. A huge amount of varied mental workload during the shopping process. An observationinformation tests the consumers’ ability to process information, experiment was conducted, using both subjective and objectivewhich influences their intention to browse or make a purchase. The indexes to measure the effects of this supporting interface. Themost important interface design issue during the Internet shopping results showed that the supporting interface design could indeedprocesses is thus website design. Some researchers designed a help young consumers to examine, evaluate, and comparesupporting interface for the “examining products” and the products. For subjects with different shopping experiences, the“evaluating and comparing” steps on a computer product website degree of supporting effect was different in the “examiningaimed at the younger population. This supporting interface helped products” step and the “evaluating and comparing” step. Althoughconsumers to review and compare products and to reduce their this was an empirical study, the main subjects investigated were the
  • 5. Chen 3589young population. The difficulties encountered would be quite productive technologies and the potential of its highlydifferent for the elderly consumer repeating the same procedures. automatized structures makes of L.C.A. the protagonist ofThus the supporting effects for them are still unknown. cosmetic production in Italy. Its production is highly varied Although most Internet users are young people, the percentageof elderly users has been increasing. The increasing level of and includes the fullest range of items for personal and change in population structure make a noticeable L.C.A. cosmetics are the result of constant research anddifference on the future ability and potential importance of Internet testing. They are formulated using strictly controlled rawconsumption by the elderly. Internet retailers should seek ways to materials and active principles with full regard of the mostexploit and create business opportunities in this new market. If they demanding standards of purity and innocuity in totalcan understand the Internet shopping behavior of the elderly andthe difficulties they generally encounter, they may further improve observance of the Italian and European laws.their design for supporting interfaces to facilitate interaction, for The Research and Development Laboratory fullyexample by simplifying complex steps in the payment process. equipped for chemical-physical and microbiologicalInformation provided by current shopping websites can be analysis is the basic support of the whole activity, both forreference material on which to base this improvement. The the development of new products and for the qualityprovision of consumer friendly shopping environments may relax control of daily production. Every product regularlythe mental workload of the older consumer so that they can enjoythe convenience of Internet shopping (Kuo et al., 2010, 2011). undergoes tests of efficacy and is constantly controlled by the Laboratory in order to grant the best quality and stability in time. Eventually, all cosmetics are clinically tested in cooperation with the most prominent ItalianA CASE STUDY OF WEBSITE DESIGN OF CLIVEN IN Universities and with the officially recognized Institutes ofTAIWAN Control. From the commercial point of view, for the last 15 years L.C.A. has devoted itself to enlarge and developThere has been increasing interest in computer-aided its presence on the international trade markets. Now it istechniques and their applications in recent years (Ambe, steadfastly present in 50 Countries with the brandand Weiss, 2010; Ding, 2010; Amini and Vahdani, 2008; Cliven™ through a network of exclusive Distributors withChang et al., 2008; Omurlu et al., 2008; Hsiao et al., which it holds agreements of strict cooperation about2005a, 2005b, 2005c, 2005d, 2005e; Chen et al., 2005a, distribution, marketing and promotion.2005b, 2006a, 2006b, 2006c, 2007a, 2007b, 2007c,2007d, 2007e, 2007f, 2008a, 2008b, 2008c, 2008d,2008e, 2009a, 2009b, 2009c, 2009d, 2009e, 2009f, Cliven website in Taiwan2010a, 2010b, 2010c, 2010d, 2010e, 2010f, 2010g,2010h., 2011a, 2011b; Hsieh et al., 2006; Yeh et al., Introduction of Cliven website2008; Chen, 2006, 2009a, 2009, 2010a, 2010b, 2011a,2011b; Lin et al., 2009a, 2009b, 2010c; Lin and Shih, In order to check quality for each of the consumers and2010; Lin and Chen, 2010; Chen and Chen, 2010a, users, each product has been clinically tested, in which2010b; Lee et al., 2010a, 2010b; Chiang et al., 2010; there is no adverse side effects. The products areChen and Huang, 2011; Kuo and Chen, 2011; Lee et al., automated production by computer aid to reduce human2010; Chen, 2010; Chen, 2011c; Chen, 2011d; Chen et negligence, so it is absolutely safe by the consumeral. 2004; Chen et al. 2011c; Chen et al. 2011d; Chiou et, 2011; Hsu et al., 2010; Lin and Chen, 2010b; Lin andChen, 2011; Liu et al., 2011; Lu et al., 2003; Shen et al.,2011; Tang et al., 2011; Tsai and Chen 2010; Tsai and Introduction of the selected productChen 2011; Tseng et al., 2011; Yang et al., 2008a; Yanget al., 2008b; Yeh and Chen, 2010; Yeh et al., 2011). This There are detailed introduction for all the products. Onepaper would integrate the computer-aided website and of the products is described as follows (Figure 3):marketing management for the case study of Clivenproducts. Product Specifications: 1000 ml Ingredients: See the original box Trade Description: a rich foam, with Bodhi extractionThe history of Italian Cliven fluid, soft, comfortable skin people to enjoy bathing, bubble bath, comfortable and energy given to the day,Laboratori di Chimica Applicata srl (L.C.A) produces a Exclusive formula: Plant wheat protein (Hydrolyzedline of cosmetics, make up and personal care items with Wheat protein) to suck water in hydrophilic layers deepthe brand Cliven™ and it has been one of the greatest moisturizing sebum, only deep moisturizing to combatItalian Chemistry Company in the cosmetic field since moisture loss. And wheat proteins to give the skin1958 (Figure 2). Its premises are in Italy, in the town of nutrition, skin forms a layer of washed membrane (Film)Limbiate, north of Milan. Its offices and production protect the skin, Product use: bath, nutrition andestablishments cover an area of 30.000 m2 of which moisture.15.000 m2 indoor. It is provided with the most modern Product Use: Shower: with bath ball.
  • 6. 3590 Int. J. Phys. Sci.Figure 2. The website of Italian Cliven products.Figure 3. The detailed introduction.
  • 7. Chen 3591
  • 8. 3592 Int. J. Phys. Sci. Figure 4. The message from consumers. Figure 5. The evaluation from consumers.
  • 9. Chen 3593Bubble bath: pour the right amount in the bath, shower middleware solutions for bluetooth audio distribution. Pervasive and Mobile Computing, 4: 117-138.flush with rich foam. Blechar J, Constantiou ID, Damsgaard J (2006). Exploring the influenceStorage: Store in a cool place, avoid direct sunlight. of reference situations and reference pricing on mobile service userCanton makeup number: No. 9811047 Kaohsiung No. behavior. European J. Information Syst., 15: 285-291.Guardian ad makeup. Boltonand RN, Drew JH (1991). A multistage model of customers’ assessments of service quality and value. J. Consumer Res., 17:Note: Please put the shade to avoid deterioration. 375-384. Chang CY, Hsu KC, Chiang KH, Huang GE (2008). “Modified fuzzy variable structure control method to the crane system with controlMessage from consumers deadzone problem,” J. Vib. Control 14: 953–969. Chen CW (2006). “Stability Conditions of Fuzzy Systems and ItsThe Taiwanese Cliven website has a merit that all Application to Structural and Mechanical Systems,” Adv. Eng. Softw.,consumers can leave messages to describe their 37: 624-629.feedbacks and experiences. The messages website is Chen CW (2009a). “Modeling and control for nonlinear structuralshown in Figure 4. systems via a NN-based approach,” Expert Syst. Appl., 36: 4765- 4772. Chen CW (2009b). “The stability of an oceanic structure with T-S fuzzy models,” Math. Comput. Simulat., 80: 402-426.The evaluation from consumers Chen CW (2010). Fuzzy control of interconnected structural systems using the fuzzy Lyapunov method. J. Vib. Control, DOI:Because consumers can feedback their experience, the 10.1177/1077546310379625. Chen CW (2010a). Modeling and fuzzy PDC control and its applicationresult is shown in Figure 5. to an oscillatory TLP structure. Math. Probl. Eng. An Open Access J., DOI: 10.1155/2010/120403. 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Engineering Computations—Int. J. Comput-Aid. Eng. Softw., 24: 116– 150.Use customer curiosity in experiential marketing. Based Chen CW, Chen PC (2010b). “GA-based adaptive neural networkon the experiences, consumers would actually be controllers for nonlinear systems,” Int. J. Innov. Comput. Inf. Control,convinced to participate. The case study of Cliven 6: 1793-1803. Chen CW, Chen PC, Chiang WL (2010). Stabilization of adaptive neuralproducts is demonstrated in the case study of this paper. network controllers for nonlinear structural systems using a singular perturbation approach. J. Vib. Control DOI: 10.1177/1077546309352827.ACKNOWLEDGMENTS Chen CW, Chiang WL, Hsiao FH (2004). Stability Analysis of T-S Fuzzy Models for Nonlinear Multiple Time-Delay Interconnected Systems. Mathe. Comput. Simulation, 66(6): 523-537.The authors would like to thank the National Science Chen CW, Chiang WL, Tsai CH (2006a). “Fuzzy Lyapunov Method forCouncil of the Republic of China, Taiwan, for their Stability Conditions of Nonlinear Systems,” Int. J. Artif. Intell. Tools,financial support of this research under Contract No. NSC 15: 163-171. Chen CW, Lin CL, Tsai CH (2007c). A Novel Delay-Dependent Criteria98-2221-E-366-006-MY2. The supply of web site for Time-Delay T-S Fuzzy Systems Using Fuzzy Lyapunov Method.information from David Chen is also appreciated. The Int. J. Artif. Intell. T., 16: 545–552.authors are also most grateful for the kind assistance of Chen CW, Morris H, Wang L, Lin JW (2009). Managing target the cashProf. Huisheng Peng, Editor of IJPS, and for the balance in construction firms using a fuzzy regression approach. Int. J. Uncertain. 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Control, DOI: 10.1177/1077546310371349. subjective personal introspection: an illustrative photographic essay.Chen CY, Shih BY, Chou WC (2011b). “The development of J. Bus. Res., 59: 714-725. autonomous low cost biped mobile surveillance robot by intelligent Hsiao FH, Chen CW, Liang YW, Xu SD, Chiang WL (2005e). “T-S bricks,” J. Vib. Control,, DOI: 10.1177/1077546310381101. Fuzzy Controllers for Nonlinear Interconnected Systems with MultipleChen CY, Shih BY, Chou WC (2011c). Obstacle avoidance design for a Time Delays, ”IEEE Trans. Circuits & Systems-I:Regular Papers, 52: humanoid intelligent robot with ultrasonic sensors. J. Vib. Control, 1883- 1893. DOI: 10.1177/1077546310381101. Hsiao FH, Chen CW, Wu YH, Chiang WL (2005a). “Fuzzy ControllersChen CY, Shyue SW, Chang CJ (2010g). “Association rule mining for for Nonlinear Interconnected TMD Systems with External Force,” J. evaluation of regional environments: Case study of Dapeng Bay, Chin. Inst. Eng., 28: 175-181. Taiwan,” Int. J. Innov. Comput. Inf. Control 6: 3425-3436. Hsiao FH, Chiang WL, Chen CW (2005d). “Fuzzy Control for NonlinearChen CY, Tseng IF, Yang HC, Chen CW, Chen TH (2006c). “Profile Systems via Neural-Network-Based Approach,” Int. J. Computational Evolution and Energy Dissipation for Internal Soliton Transmitting Methods Eng. Sci. Mech., 6: 145- 152. over Different Submarine Ridges,” China Ocean Engineering, 20: Hsiao FH, Chiang WL, Chen CW, Xu SD, Wu SL (2005c). “Application 585-594. and Robustness Design of Fuzzy Controller for Resonant andChen CY, Yang HC, Chen CW, Chen TH (2008a). “Diagnosing and Chaotic Systems with External Disturbance,” Int. J. Uncertainty Fuzz. revising logistic regression models: effect on internal solitary wave Knowledge-Based Syst., 13: 281-295. propagation,” Eng. Computations Int. J. Comput. Aided Eng. Softw., Hsiao FH, Hwang JD, Chen CW, Tsai ZR (2005b). “Robust Stabilization 25: 121-139. of Nonlinear Multiple Time-Delay Large-scale Systems via
  • 11. Chen 3595 Decentralized Fuzzy Control,” IEEE Trans. Fuzzy Syst., 13: 152- 163. Liu TY, Chiang WL, Chen CW, Hsu WK, Lu LC, Chu TJ (2011).Hsieh TY, Wang MHL, Chen CW (2006). “A New Viewpoint of S-Curve Identification and monitoring of bridge health from ambient vibration Regression Model and its Application to Construction Management,” data. J. Vib. Control 17(4): 589-603. Int. J. Artif. Intell. Tools, 15: 131-142. Lu J, Liu C, Yu CS, Wang K (2008). Determinants of accepting wirelessHsu WK, Huang PC, Chen CW, Chang CC, Hung DM, Chiang WL mobile data services in China. Info. Manage., 45: 52-64. (2010). An integrated flood risk assessment model for property Lu LT, Chiang WL, Tang JP, Liu MY, Chen CW (2003). Active Control insurance industry in Taiwan. Natural Hazards, DOI 10.1007/s11069- for a Benchmark Building Under Wind Excitations. Journal of Wind 011-9732-9. Engineering and Industrial Aerodynamics 91(4): 469-493.Hu JL, Hsu YH (2008). The more interactive, the more innovative? a Ma M, Li Z, Chen J (2008). Phase-type distribution of customer case study of south Korean cellular phone manufacturers. relationship with Markovian response and marketing expenditure Technovation, 28: 75-87. decision on the customer lifetime value. Eur. J. Oper. Res., 187: 313-Jackson TW (2007). Customer value exchange. J. Fin. Services 326. Marketing, 11: 314–332. Madell DE, Muncer SJ (2007). Control over social interactions: anKim HW, Chan HC, Gupta S (2007). Value-based adoption of mobile important reason for young peoples use of the internet and mobile internet: an empirical investigation. Decision Support Systems, 43, phones for communication? CyberPsychol. Behavior, 10: 137-140. 111-126. Mallat N (2007). Exploring consumer adoption of mobile payments–aKleijnen M, De Ruyter K, Martin W (2007). An assessment of value qualitative study. J. Strategic Info. Syst., 16: 413-432. creation in mobile service delivery and the moderating role of time Mano H, Oliver RL (1993). Assessing the dimensionality and structure consciousness. J. Retailing, 83: 33-46. of the consumption experience: evaluation, feeling, and satisfaction.Kuo HM, Chen CW (2011). “A study of B2C supporting interface design J. Consumer Res., 20: 451-465. systems for the elderly,” Human Factors and Ergonomics in Marx K (1990). Capital, New York, Penguin Books. Manufacturing & Service Industries, accepted. Mayhew RJ (2007). Materialist hermeneutics, textuality and the historyKuo HM, Chen CW (2011). A novel viewpoint on information and of geography: print spaces in British geography, 1500–1900. J. interface design for auction website,” Human Factors and Historical Geography, 33: 466-488. Ergonomics in Manufacturing & Service Industries, accepted. Mazzoni C, Castaldi L, Addeo F (2007). Consumer behavior in theKuo HM, Chen CW (2011). Application of quality function deployment to Italian mobile telecommunication market. Telecommunications Policy, improve the quality of Internet shopping website interface design,” Int. 31: 632-647. J. Innovative Computing, Info. Control, 7(1): 253-268. Miller WL, Crabtree BF (1992). Doing Qualitative Research, NewburyKuo HM, Chen CW, Chen CW (2010). A behavioral model of the elderly Park, CA, Sage. Internet consumer: a case study,” Int. J. Inn. Computing Info. Control, Miller WL, Crabtree BF, Mcdaniel R (1998). Understanding change in 6(8): 3507-3518. primary care practice using complexity theory. J. Family Pratice, 46:Kuo HM, Chen CW, Chen CW (2010). A study of consumer behavior 369-376. model on auction websites,” ICIC Express Letters, 4, 65-70. Milrad M, Jackson MH (2008). Designing and implementing educationalKuo HM, Chen CW, Chen CW (2011). A study of merchandise mobile services in university classrooms using smart phones and information and interface design on B2C websites,” J. Marine Sci. cellular networks. Int. J. Eng. Edu., 24: 84-91. Technol., 19(1): 15-25. Möller K (2006). Role of competences in creating customer value: aKuo HM, Chen CW,, Hsu CH,, Chen CW, (2010). An observation of value-creation logic approach. Industrial Marketing Manage., 35: 913- online auction difficulties for consumers,” ICIC Express Letters, 4, 924. 615-622. Morrison KR, Ybarra O (2008). The effects of realistic threat and groupLee WI, Chen CW, Chen TH, Chen CY (2010). “The relationship identification on social dominance orientation. J. Experimental Social between consumer orientation, service value, medical care service Psychol., 44: 156-163. quality and patient satisfaction: The case of a medical center in Nugent C, Finlay D, Davies R, Mulvenna M, Wallace J, Paggetti C, Southern Taiwan”. Afr. J. Bus. Manage., 4(4): 448-458. Tamburini E, Black N (2007). The next generation of mobileLee WI, Chen CW, Chen TH, Chen CY (2010a). “The relationship medication management solutions. Int. J. Electronic Healthcare, 3: 7- between consumer orientation, service value, medical care service 31. quality and patient satisfaction: The case of a medical center in Omurlu VE, Engin SN, Yuksek I (2008). “Application of fuzzy PID Southern Taiwan,” Afr. J. Bus. Manage. 4: 448-458. control to cluster control of viaduct road vibration,” J. Vib. Control, 14:Lee WI, Chen CW, Wu CH (2010b). “Relationship between quality of 1201– 1215. medical treatment and customer satisfaction - a case study in dental Rudolfsson G, Von Post I, Eriksson K (2007). The expression of caring clinic association,” Int. J. Innov. Comput. Inf. Control, 6: 1805-1822. within the perioperative dialogue: a hermeneutic study. Int. J. NursingLi F, Zhang X, Meng Q, Sun L, Zhang Q, Li C, Li S, He A, Li H, He Y Studies, 44: 905-915. (2007). Superconducting filter with a linear phase for thirdgeneration Schaefer M, Rotte M (2007). Favorite brands as cultural objects mobile commucations. Superconductor Sci. Technol., 20: 611-615. modulate reward circuit. NeuroReport, 18: 141-145.Lin CL, Wang JF, Chen CY, Chen CW, Yen CW (2009b). “Improving the Shen CW, Cheng MJ, Chen CW, Tsai FM, Cheng YC (2011). A fuzzy generalization performance of RBF neural networks using a linear AHP-based fault diagnosis for semiconductor lithography process. regression technique,” Expert Syst. Appl., 36: 12049-12053. Int. J. Inn. Computing Info. Control, 7(2): 805-816.Lin KH, Shih LH (2010).” An optimization model of product line rollover: Smith JB, Colgate M (2007). Customer value creation: a practical A case study of the notebook computer industry in Taiwan”. Afr. J. framework. J. Marketing Theory Practice, 15: 7-23. Bus. Manage., 4(11): 2258-2268. Tang JP, Chiou DJ, Chen CW, Chiang WL, Hsu WK, Chen CY, Liu TYLin ML, Chen CW (2010). “Application of fuzzy models for the (2011). A case study of damage detection in benchmark buildings monitoring of ecologically sensitive ecosystems in a dynamic using a Hilbert-Huang Transform-based method. J. Vib. Control, semiarid landscape from satellite imagery,” Eng. Computation, 27: 5- 17(4): 623-636. 19. Tokman M, Davis LM, Lemon KN (2007). The WOW factor: creatingLin ML, Chen CW (2010b). Stability analysis of community and value through win-back offers to reacquire lost customers. J. ecosystem hierarchies using the Lyapunov method. J. Vib. Control, Retailing, 83: 47-64. DOI: 10.1177/1077546310385737. Tokman M, Davis LM, Lemon KN (2007). The WOW factor: creatingLin ML, Chen CW (2011). Using GIS-based spatial geocomputation value through win-back offers to reacquire lost customers. J. from remotely sensed data for drought risk-sensitive assessment. Int. Retailing, 83: 47-64. J. Inn. 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  • 12. 3596 Int. J. Phys. Sci.Tsai CH, Chen CW (2011). The establishment of a rapid natural Yang HC, Chen CY, Chen CW, and Chen TH (2008a). Estimation on disaster risk assessment model for the tourism industry. Tourism internal wave reflection in a two-layer fluid system by cumulative Manage., 32(1): 158-171. logistic regression model. J. Marine Sci. Technol., 16: 44-51.Tseng CP, Chen CW, Liu FR (2011). Risk control allocation model for Yeh K, Chen CW (2010). Stability analysis of interconnected fuzzy pressure vessels and piping project. J. Vib. Control, DOI: systems using the fuzzy Lyapunov method. Mathematical Problems 10.1177/1077546311403182. in Engineering- An Open Access Journal 2010, 10 pages, Doi:Tseng CP, Chen CW, Liu FR (2011). Risk control allocation model for 10.1155/2010/734340. pressure vessels and piping project. J. Vib. Control, DOI: Yeh K, Chen CW, Lo DC (2011). Neural-network fuzzy control for 10.1177/1077546311403182. chaotic tuned mass damper systems with time delays. J. Vib. Control,Turel O, Serenko SA (2006). Satisfaction with mobile services in DOI: 10.1177/1077546311407538. Canada: an empirical investigation. Telecommunications Policy, 30: Yeh K, Chen CY, Chen CW (2008). Robustness Design of Time-Delay 314-331. Fuzzy Systems Using Fuzzy Lyapunov Method. Appl. Mathe.Turel O, Serenko SA (2006). Satisfaction with mobile services in Computation, 205: 568-577. Canada: an empirical investigation. Telecommunications Policy, 30: 314-331.Weibenberg N, Gartmann R, Voisard A (2006). An ontologybased approach to personalized situation-aware mobile service supply. GeoInformatica, 10: 55-90.Weißenberg N, Gartmann R, Voisard A (2006). An ontologybased approach to personalized situation-aware mobile service supply. GeoInformatica, 10: 55-90.Wisely D (2007). Cellular mobile-the generation game. BT Technol. J., 25: 27-41.Yang CH, Chen TH, Chen CW, Chen CY, Liu CT (2008b). Accuracy evaluation of a diagnostic test by detecting outliers and influential observations. China Ocean Eng., 22: 421-429.